 "9X Media launches music video")
Punit Pandey, EVP and head – new businesses, 9X Media explained, “We are the largest music network in the country with channels for Bollywood, international and regional (film) music. Through this video we want to establish the idea of 'Think Music, Think 9X'.”
Launched in 2007 as INX Media, the company started operations with a Hindi general entertainment channel 9X, and later expanded the bouquet with a music channel 9XM and an English news channel NewsX.
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However, in January 2009, the network sold of its English news channel to Indi Media and the Hindi GEC was sold to Zee Entertainment Enterprises Limited in June 2010.
INX Media, renamed itself to 9X Media in August 2010 with focus on its music business (9XM being the only success in the bouquet). It currently operates four channels, 9XM, 9XO (international music), 9X Jalwa (classic Bollywood music), 9X Tashan (Punjabi) and 9X Jhakaas (Marathi).
The concept of the video, created by the internal branding team at 9X Media, is that a good sound is contagious and grows on you and thus people are united by music. The sounds therefore used in the music video are aimed at being hummable and those that stick in your head.
The launch of the video on air will be accompanied by a digital launch and spots on the radio as well. While the video features groups of youngsters having a good time and connecting to music and hence each other, 9X Media has also developed a spate of vignettes to promote it. These vignettes include celebrities from Bollywood and the music industry portraying their own version of the tune. Different celebrities have been roped in for different channels in the 9X Media bouquet.
Apart from vignettes on their channels, the media network has also tied up with Red FM for radio promotions of the video.
Pandey adds, “For the time being, we are going all out to promote the video. In the long run, we do aim to monetise it video ringtones, callertunes and some other innovations.”